As long-time NBA icons like LeBron James and Steph Curry near the end of their careers, the league is searching for a new face to lead the sport into the future. Gilbert Arenas has identified Shai Gilgeous-Alexander as the player poised to fill that role and represent the NBA moving forward. The rise of Shai Gilgeous-Alexander NBA face reflects the league’s need for fresh leadership and marketable talent amid this transitional period.

Coming off one of the most impressive individual campaigns since LeBron’s 2013 season with the Miami Heat, Gilgeous-Alexander secured a string of major honors. He earned the scoring title, league MVP, Conference Finals MVP, Finals MVP, and led the Oklahoma City Thunder to their inaugural NBA championship. This breakout year marks a major milestone for the 26-year-old star.

Why Gilbert Arenas Sees Gilgeous-Alexander as the Face of the League

Despite other elite contenders such as Giannis Antetokounmpo, Luka Doncic, Nikola Jokic, and the 2024 champion Jayson Tatum, Arenas believes Gilgeous-Alexander surpasses them all in fitting the role the league seeks. On his Gil’s Arena podcast, Arenas reflected on the NBA’s urgency to find a leading figure.

LeBron’s leaving. Curry’s leaving. KD’s leaving soon. They’re searching for who’s gonna be the face of the league. Who’s gonna be the face that they are selling to corporate America?

—Gilbert Arenas, Former NBA Player and Analyst

Arenas broke down the qualities that make a suitable NBA face beyond just talent, emphasizing character and marketability.

It comes with style, looks, family. Can we trust you with our sponsors not to get in trouble outside? He checks all those boxes,

Arenas explained.

Boom, MVP. Western Conference MVP. Now this is gonna be the face of the NBA, they’re going to win the championship.

His reasoning highlights how Gilgeous-Alexander’s calm demeanor and clean image align with what the league values from its star representatives.

Comparing Shai Gilgeous-Alexander to Other Top Players

While many regard Giannis Antetokounmpo, Luka Doncic, Nikola Jokic, and Jayson Tatum as potential future faces, Arenas offers a distinctive perspective on why some have not fully claimed that role. Particularly, he critiqued Tatum’s journey, noting how a lack of league support impacted his rise.

When we talked about Tatum as the face, what we were missing was the NBA backing. He lost the Eastern Conference MVP. He lost the Finals MVP. ‘I thought he was gonna be the face of the NBA and you just keep giving trophies away to somebody else,’

Arenas remarked with a hint of irony.

Arenas also described an incident at the 2024 Paris Olympics where Tatum was sidelined during critical moments, which further affected his public perception.

And then, during the biggest time of America, you’re benching him. You’re defacing this man in public in America.

This decision contributed to diminishing Tatum’s positioning as the league’s poster boy.

The Road Ahead for Shai Gilgeous-Alexander and the NBA

Now armed with a notable championship and multiple MVP awards, Shai Gilgeous-Alexander stands at the forefront of the NBA’s next chapter. His combination of elite skill, professional conduct, and market appeal positions him well to become the league’s leading figure in the coming decade. The NBA is keen to celebrate a figure who can represent the sport positively both on and off the court, and according to Arenas, Gilgeous-Alexander fits that mold perfectly.

Meanwhile, Jayson Tatum faces uncertainty after suffering a torn Achilles in the Conference Semifinals, which will likely sideline him for the entire 2025–2026 season. Although Tatum’s impressive achievements make a strong case for the league’s face title, his current health status may delay such recognition.

As the NBA transitions away from the era dominated by LeBron James, Steph Curry, and Kevin Durant, the emergence of Shai Gilgeous-Alexander represents a defining moment. Should he continue on his current trajectory, he could carry the NBA’s brand and influence into a new era, satisfying both the business interests and basketball communities worldwide.